The following is an excerpt from the State of IoT publication from the Indiana IoT Lab – Fishers. Download the report in its entirety at

Michael Peck, President, Outside Source: Interactive design creates customer engagement, and good interactive design happens when brand leaders and software engineers put their heads together to build a better digital experience. After 30+ years’ experience working in the intersection between brand strategy and emerging technology, I’ve learned what it takes to strengthen brands in a changing digital environment to help them avoid erosion.

The pace of technological change means customer experiences are more connected and ‘smarter’ than ever. The transformative role of IoT in our lives is no secret; we see it every day in our cars, homes and offices.

As consumers, we embrace and adopt IoT when we know our lives can be better or easier with the aid of technology. As business leaders, we realize how quickly we adapt helps us build a competitive position in the market or grow our audience, depending on how well we deploy connected technology.

The topic deserves more than just awareness and prompt attention. The world of IoT deserves our dedicated intention.

Intentional design implies more than simply a high priority. IoT requires purposeful and conscious consideration on three primary fronts: the customer journey, the interface and the technology.



Your market and audience are always in motion; toward progress or away from the things that hassle or hold them back. At Outside Source, we work hard to keep the idea of customer connection close at hand. What is difficult to do is actually have deep empathy for the audience’s customer journey.

A customer journey represents more than a persona, ideal target audience, or data point. Each journey is dynamic and emotional, which requires empathy on our part. When we bring empathy to the conversation of IoT, we consider what ways technology might help, ease, or even frustrate our customers.

Not everyone is an early adopter, but everyone is in motion towards a better solution based on their their unique point of view and goals. Customers are looking for ways to do what they do easier and with more insight. At the heart of an empathetic journey is an intentional consideration for an IoT solution which will make your audience say, “Thank you for the help.”



Visual design is often the most overlooked aspect of IoT solutions, but not the place to cut corners.

User experience and design principles outside your category are influencing customer expectations at a rapid pace. Innovations in operating systems, hardware, financial systems, wearable devices, or even the way we hail a cab are creating new and higher expectations that impact the experience with your customer.

Intentional design is more than simply what the competition is doing or not doing. IoT experiences require us to envision how design might connect with your brand experience, from what ecosystem you choose to how customers first engage the user experience.

It’s our job as technologists to be in tune with our customers and remove the non-essentials to make an elegant and streamlined experience, delivering value at every step.



When you consider what technology to use, you are going to have no shortage of options. Remember to choose with the customer perspective as your primary focus.

Yes, you will want to be able to efficiently support the tool and make updates. Yes, you need good data, cloud infrastructure, and scalability. But as you choose your ecosystem or tech stack, have as much of an open mind as you can with the way the customer experience is affected by your choices.



As you approach the question of how IoT might impact your business, give it all the intention you can. The goal of IoT should be centered on the people you serve – the customer. With that in mind, let’s continue to build innovations and connected experiences that foster trust and deliver value time and time again.

Find out more – or email Michael Peck.